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Ever since the Spanish conquistador Hernán Cortés
introduced the drink “chocoatl” from Mexico to
Europe in 1519, Europeans have been the main
consumers, producers, developers and proponents
of all things chocolate. Since then, chocolate has
become one of the most active ingredients to shape
European palates and cuisine.
Even 500 years later, Europe and North America
account for nearly three quarters of total world
consumption, with Europe alone consuming nearly
50% of all chocolate production. Through much
of its history, chocolate has been a “foreign” and
largely unattainable luxury item in much of the
remaining world. But this trend has finally changed
course.
T he history of chocolate in Turkey is relatively recent and more or less coincides with the foundation of the modern Turkish Republic in 1923. The founder of the Republic, Mustafa Kemal Atatürk, granted
the country’s first local chocolate manufacturer, Lion Melba, a 10-year tax exemption in order to incentivise local chocolate production. Lion Melba’s chocolate factory was set up in Istanbul and operated for a couple of decades before breaking up into different companies. Interestingly, ethnic Greeks from Istanbul or other parts of the Ottoman Empire were among the first to adopt the craft of chocolate making and European-style pastry baking both during the late Ottoman and the early Republican eras. Next to Lion Melba, other chocolatiers creating famous local brands included Giorgos Eleftheropoulos (“Elit”), Melopoulos (“Golden”), Ethnopoulos (“Royal”), Mihal Payotis (“Mabel”) and Filip Lenas (“Baylan”). Confiserie Leonidas SA, the Belgian chocolate producer that today has a large international presence of 1400 retail outlets across the world, was also founded by a former citizen of Istanbul, Leonidas Kestekides, who emigrated to America in the early 1900s and later settled in Belgium.
WELCOMING A NEW ERA IN THE HISTORY OF CHOCOLATE
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In recent years, both chocolate love and chocolate
sales have sky-rocketed throughout Asia, the
Middle East, Africa and countries of the former
Soviet bloc. This dramatic shift in the traditionally
“European-centric” chocolate market is now
regarded as the single biggest volume growth
opportunity in the global chocolate industry.
Globalisation of production technologies and
management processes has helped reduce costs
and improved quality. This, in conjunction with
effective marketing and distribution, has proven
that wherever quality chocolate is made readily
available at affordable prices, it will enjoy the same
enthusiastic following everywhere. And while
absolute consumption volumes still trail far behind
European and North American levels, chocolate and
chocolate products are on a double-digit growth
trend across most of these new chocolate markets.
T he first mention in historical records of chocolate on Turkish soil belongs to the seventeenth century Italian adventurer and traveller Giovanni Francesco Gemelli
Careri (1651-1725) who is reported to have offered a chocolate drink to a Turkish Aga at Smyrna (İzmir) in December 1693.
IRRESISTIBLE, DELECTABLE CHOCOLATE, NOWEVERYWHERE
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Turkey’s large, young population, its strong
economic growth, rising average incomes, and an
increasingly sophisticated production, logistics
and retail environment have attracted the world’s
leading global chocolate brands to this country. The
overall market has been growing at a phenomenal
pace in the past ten years, nearly doubling in the
2004-2009 period. All of this makes Turkey in and
of itself an attractive “new” market. But there is
more.
Turkey’s proximity to Central Europe, the Middle
East and North Africa as well as to Russia and the
Turkic Republics puts the country literally “right in
the middle” of many of the developing chocolate
markets, and several global manufacturers view
Turkey as a convenient spring board for their wider
regional marketing and sales efforts.
“Being our clients’ preferred and trusted manufacturing partner is what defines our mission. We are here to help
our clients grow their businesses and by doing so, we hope to contribute to the further growth of the overall chocolate
confiserie, pastry and ice cream market in Turkey and beyond.”B İ R O L A LT I N K I L I Ç , C H A I R M A N , D E TAY I N C .
TURKEY: AN EXCITING “NEW” MARKET WITH A DIFFERENCE
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As in many other industries, competitive pressures
are making product and brand differentiation
increasingly more difficult, and increasingly more
costly. It is no surprise therefore that chocolate
manufacturers are seeking to concentrate their
resources where they matter most, i.e. in product
innovation and marketing.
Global players are increasingly outsourcing the
manufacturing task in order to fully concentrate on
building and strengthening their consumer brands,
on designing and implementing effective marketing
strategies and on developing innovative, attractive
new products. At Detay, we offer trustworthy,
reliable oursouring capabilities that help our clients
achieve greater efficiencies and reduce costs while
maintaining or indeed improving their products’
manufacturing quality.
FOCUSING RESOURCES WHERE THEY MATTER MOST
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Detay Inc. was incorporated in 2008 as a fully-
owned subsidiary of the Altınmarka Group. Our
plant is located just outside of Istanbul and is a
high-tech, state-of-the-art production facility
serving the bakery, confectionary and ice cream
market with an annual capacity of 12,000 tonnes.
With the foundation of Detay, the Altınmarka
Group has completed the vertical integration of
all its cocoa and chocolate production processes,
allowing us to guarantee our clients top quality
and maximum efficiency at every single step of the
manufacturing process from cocoa bean to finest
chocolate truffle.
“The quality of chocolate depends on a large number of separate parameters and is an extremely complex process that needs
constant supervision, control and fine-tuning. At the point where a product leaves our factory it will have undergone no less than
16 separate quality checks. But it is ultimately our customer’s satisfaction that is the only quality test that counts.”
D İ L A R A A LT I N K I L I Ç , G E N E R A L M A N A G E R , D E TAY I N C .
FROM COCOA BEAN TO CHOCOLATE TRUFFLE
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At Detay, we collaborate with leading global
manufacturers to deliver highly customized
solutions for their private label chocolate
confectionary and ice cream products, helping
them overcome capacity, quality or cost challenges
while acting as a reliable outsourcing partner.
We are able to produce their global brands to their
exact specifications, irrespective of whether they
are relatively standard or technically sophisticated
products. And where clients desire to develop new
products for specific markets, our experienced
research and development team and laboratory
facilities are at their service.
PARTNERING UP WITH GLOBAL BRANDS
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Next to global and regional markets, we also supply
the Turkish food industry as well as bakeries,
pastry shops and confectioners through our
nation-wide distributors with a comprehensive
offering of superior quality chocolate couvertures,
ingredients, inclusions, decoration materials and
confectionary.
Providing the local market with a continuous supply
of reliably superior quality chocolate products
allows the bakers, chocolatiers, food and
ice cream manufacturers throughout the country
to concentrate on developing exciting new products
with ever greater excellence for their retail
customers.
GREAT CHOCOLATE SOLUTIONS FOR THE LOCAL MARKET
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At Detay we take no shortcuts when it comes to
the quality and safety of our products. Integrated
quality management and monitoring systems
are in place to make absolutely sure that the
highest global food safety and quality standards
are adhered to at all stages of the production,
packaging, storage and delivery process.
Our quality and hygiene management systems
are managed in parallel to those at the cocoa and
chocolate production facilities of Detay’s parent
company Altınmarka. Our facilities and processes
are certified and regularly audited under the ISO-
9001 Quality Management System, the ISO-2200
Food Safety Management System, the Hazards
Analysis and Critical Control Points System
(HACCP), the British Retail Consortium (BRC) as
well as the Turkish Standards Institute (TSE) and
Turkish Ministry of Health food quality and safety
regulations.
A SINGLE-MINDED DEDICATION TO QUALITY AND FOOD SAFETY
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D etay’s parent company Altınmarka was first founded in 1992 as a cocoa producer and has since become the world’s sixth largest producer of industrial cocoa and the second largest producer of industrial
chocolate in the world, producing highest grade cocoa liquor, cocoa powder and cocoa butter as well as a diverse range of liquid, button and block couverture chocolates for the industrial and professional market. Located on a sprawling 170,000 square metre site on the outskirts of Istanbul, the Altınmarka plant has a total production capacity of 200,000 tons/year. The group holds a dominant share in the local market, supplying all leading national and global confectionary, bakery and ice cream manufacturers. Altınmarka also serves over 250 large-scale global customers in 48 countries worldwide from Mexico to Germany to Japan. With the formation of Detay for semi-finished and finished chocolate products, the Altınmarka group is now able to offer clients a full-service outsourcing capability, spanning the entire product range from finest cocoa products to a wide range of semi-finished and finished chocolate products.
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The 11,200 square metres Detay plant was
completed in 2008, and our production lines and
machinery consist of fully automated, computer-
controlled systems that represent the latest
generation in chocolate production technology. All
production and storage halls are temperature and
humidity-controlled and all processes are centrally
monitored.
There are separate production systems for
Napolitan chocolates and other solid chocolate
shapes, for chocolate bars and tablets, chocolate
enrobed products, frozen shells, dragées, chocolate
decorations, as well as a wide range of pralines and
truffles. There is also a dedicated atelier for our
chef’s special selection of artisan and hand-made
chocolate confiserie.
CUTTING EDGE CHOCOLATE TECHNOLOGY AT YOUR SERVICE
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We actively collaborate with all our industrial
clients to develop our chocolate products in line
with their specific needs and applications, to
solve technical issues and improve manufacturing
processes for maximum efficiency and best results.
Our R&D team continuously works to develop
new products and product improvements while
collaborating closely with clients to achieve the
best possible taste, colour and texture results for
their proprietary recipes.
We have also begun to offer regular training
programmes for local bakers and food
manufacturers to help them increase their
professional skills and improve product quality.
These seminars include a wide range of specialist
topics on chocolate-making to ensure that their
chocolates always look and taste perfect, whether
in the manufacturing process, in storage or on retail
shelves.
WORKING TOGETHER FOR EVER GREATER EXCELLENCE
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Everywhere consumers are responding to quality
and innovative new tastes and at Detay, we are
happy to offer our clients a large portfolio of
chocolate products for a wide range of different
applications that enables them to offer their
customers the quality they deserve and demand.
Whether small artisan producer or large
international manufacturer, we provide the full
range of high quality chocolate products for our
clients’ needs, from ingredients and semi-finished
products right up to ready-to-use convenience
products and finished products.
SEMI-FINISHED PRODUCTS Chocolate couvertures, ingredients and inclusions Chocolate shells Chocolate decorations
FINISHED PRODUCTS Chocolate squares and other chocolate shapes Dragées Pralines and truffles Marzipan pastes and confectionary Chocolate bars and tablets Sauces, syrups and miscellaneous other products
A TRUE TASTE FOR CHOCOLATE
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For chocolate confectionary we have three main
solutions for our professional and industrial clients.
Firstly, we offer over a dozen different varieties
of high quality dark, milk and white couverture
chocolates in block or button form across a wide
range of different taste and viscosity specifications
for the moulding, glazing, flavouring, enrobing,
filling or decorating of solid and hollow chocolate
figures, pralines, truffles and chocolate bars.
Secondly, we provide a wide selection of ready-
made chocolate pralines and truffles, including
artisan and hand-made confectionary developed by
our in-house team of confectionary chefs.
Our confectionary offer also includes a great
number of different sized chocolate dragées,
chocolate or cacao enrobed hazelnuts, pistachios,
almonds, candied fruits and other sweets. And
finally, we act as an outsourcing partner for our
private label clients, producing branded chocolate
napolitans, tablets, bars, pralines and other special
products. Most important of all, we are able to
customize our production processes to produce
almost any specific custom requirement.
THREE SOLUTIONS FOR PERFECT CHOCOLATE CONFECTIONARY
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Our product offer for professional bakers, pastry-
makers and the food industry consists of our
full range of high quality dark, milk and white
couverture chocolates, which we provide in
packages of blocks, buttons or drops, as well as
inclusions and ingredients such as normal or bake-
fast chocolate chunks, nut paste praliné, marzipan
pastes, cocoa powders, and compounds.
Our decoration materials to enrich biscuits and
pastry products include chocolate and fruit-
flavoured vermicelli, different-sized shavings,
curls, pellets, and crumbs. And where a client has
a specific application, we are able to develop and
design the appropriate recipe and customized
production process.
“Chocolate is almost like wine. There is an infinite variety of different recipes and tastes that are the result of often minimal
differences in ingredients and production process. It takes a lot of experience and expertise - and also very good technology -
not just to produce a superior chocolate recipe but to reproduce that recipe so that will always taste exactly the same”
J E A N P I E R R E W Y B A U W , T E C H N I C A L A D V I S O R , D E TAY I N C .
ENRICHING BISCUITS AND PASTRY PRODUCTS
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Detay offers a special selection of chocolates ideal
for the preparation of ice creams and desserts. Our
low cocoa butter-content couvertures are ideally
suited for flavouring, delivering a luxurious, smooth
texture while best results for dipping and enrobing
are achieved with Detay couvertures that are high
in cocoa butter content and therefore provide
a quick hardening of the chocolate layer while
delivering a delicious crunch.
Our chocolate inclusions and decorations in the
form of chunks, crispy dragées, vermicelli, curls,
pellets, crumbs and nuggets as well as our selection
of sauces and syrups provide the perfect finish for
delectable ice creams and desserts.
FOR LUXURIOUS ICE CREAMS AND DESSERTS
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Detay implements a computerized system to track
all materials and products involved in the
production, storage and delivery processes to
ensure that all products reach our customers in
perfect condition. Our logistics facilities include
state-of-the-art climate controlled warehousing
based on the FIFO (first in, first out) inventory
management system, and daily delivery to ensure
top freshness and prolonged shelf-life. Our fleet of
dedicated, high-tech refrigerated vans and trucks
allows us to directly supply customers throughout
Turkey and the wider region, including Greece, Italy,
Switzerland, Bulgaria, Romania, Russia, Poland and
Germany.
T urkey is one of the fastest growing chocolate markets worldwide with new brands and products introduced into shops and shelves almost every day. Turks are known for their hospitality and chocolate has become a favourite
gift and hospitality item. Even traditional confectionary such as the famous lokum or “Turkish Delight” is now often enrobed in a fine layer of chocolate. Special occasions and festivities, religious holidays, Mother’s Day, St. Valentine’s Day and New Year represent the greatest peaks in consumption where chocolate sales more than triple. Despite the fact that low-cost chocolates are still prevalent in the market, consumers have discovered the taste of fine chocolate and decided they like it – as evidenced by the phenomenal growth figures registered by some brands in recent years. There’s now also a blossoming market for premium chocolates with branded origin chocolates on offer in large supermarkets and an increasing number of premium chocolatiers selling fine hand-made pralines and truffles in specialty shops in the metropolitan centres of Istanbul, Ankara and Izmir. There’s also been a tremendous proliferation in chocolate bakery, pastry, desserts and ice cream products where brands large and small are witnessing a boom in both fresh and packaged products.
GETTING THE LOGISTICS RIGHT
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CUSTOMER SERVICE WITH A PERSONAL TOUCH
At Detay, we don’t make promises unless we
can keep them. We like being open, fair and
straightforward. We take pride in our achievements
and enjoy watching our customers succeed. But
most important of all, we love what we do. Being
around chocolate all day may have something to
do with it, as well as the fact that we are a family
business where all family members are involved in
the active, hands-on running of the business and
where the entire team in turn has become part of
the corporate family.
Everyone at Detay has an entrepreneurial mind-set
that is geared towards taking personal
responsibility in problem-solving to ensure each
and every client’s satisfaction, each and every time.
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Detay Gıda Sanayi ve Ticaret A.Ş.
Ömer Avni Mahallesi, İnebolu Sokak Ekemen Han No: 1 Kat: 5
34427 Kabataş, İstanbul, TurkeyT +90 212 252 90 16 F +90 212 252 70 97
Atatürk Mahallesi, 422. Sokak No: 8 Esenyurt
İstanbul, Turkey T +90 212 886 31 37 F +90 212 886 31 23
Murat Bey Köyü
Merkez Mah. Fabrikalar Cad. No:30 Büyükçekmece
İstanbul, Turkey T +90 212 789 30 20 F +90 212 789 30 21
Velimeşe Organize Sanayi Bölgesi Hacışeremet 6. Sok. No: 4-A Ergene
Tekirdağ, Turkey T +90 282 676 43 75 F +90 282 676 43 80
www.detaygida.com.tr
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